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本文从制度经济学的角度,对传媒治理结构作了界定并分析了当前传媒治理结构的现状和缺陷。作者针对中国的实际提出了传媒“双重逻辑下主体加辅助”的治理模式,即“3+2”模式。文章以牡丹江传媒集团的治理结构为案例,对“3+2”模式进行了经验验证。作者指出“3+2”模式在实践层面上可以发挥部分替代政府管制的作用,有着厚实的制度基础,符合治理的发展趋势,同时也遵循了传媒改革的路径依赖规律。
From the perspective of institutional economics, this paper defines the media governance structure and analyzes the current status and defects of media governance structure. According to the reality of China, the author put forward the governance model of “medium plus auxiliary” under the dual logic, namely “3 + 2” mode. Taking the governance structure of Mudanjiang Media Group as an example, the article empirically tests the “3 + 2” model. The author points out that the “3 + 2” model can play a part of the role of substituting for government regulation at the practical level, has a solid institutional foundation, meets the development trend of governance and at the same time follows the law of path dependence of media reform.